By Yoram (Jerry) Wind, Vijay Mahajan
Cutting-edge patron is a centaur: a brand new hybrid who is getting to know the newest applied sciences, yet remains to be pushed via age-old human wishes and motivations. "Cyberconsumer" enterprise versions missed human truth: that is why they failed. yet "back-to-basics" ignores the deep adjustments the net has wrought. The genie's out of the bottle: your buyers have profoundly new expectancies -- and you've got strong new instruments for offering on them. Convergence business plan illuminates the "centaur," exhibiting what contemporary clients can do, what they're determining to do, how they are evolving, and the place they're headed. Jerry Wind and Vijay Mahajan establish "5Cs" on the middle of the hot shopper courting: customerization, group, channels, aggressive worth propositions, and selection instruments. you will discover options and strategies for responding instantaneously -- and an entire framework for refocusing techniques, constitution, humans, incentives, and expertise to serve the centaur the following day.
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Extra info for Convergence Marketing: Strategies for Reaching the New Hybrid Consumer
We are pretty set in our ways and once the novelty of the cyberconsumer Internet wears off, it will be “We have already changed a bit of a big yawn. People fundamentally. S. alone and almost they eat lunch with physical all of us are using the Internet co-workers, and return to for email and to search for physical families. The online information. Things have world is, and will be, a small changed and we have changed. ” might be living a life of simplicity out in the wilderness (after throwing their wireless Internet appliances into Walden Pond) most of us have changed in fundamental ways.
How can you take advantage of tive value, and provide these opportunities? decision tools to customers. The way companies have creatively met these challenges, and especially the challenge of addressing different combinations of these needs for different segments, will be the focus of the second section of the book. RUNNING WITH THE CENTAUR In addressing the challenge of this hybrid consumer, there are two primary types of mistakes companies make: treating the centaur as a completely different phenomenon or treating the centaur as the same as the traditional consumer.
This has created new expectations. Sally goes to iVillage for medical advice because she feels comfortable sharing her challenges with other participants in the chatroom. People can flow in and out of them with a click. On the other hand, these virtual connections can be quite deep. 2 Where the marketing discipline focused on “positioning,” encouraging a customer to identify with a certain community (sporty and upscale suburban professionals who buy SUVs, for example) or identifying affinity groups, now the idea of community is much broader and more interactive.